HeyJaredRudrani Chattopadhyay
- Indexed articles, last 90 days
- 5
- Latest publication
- Sep 29, 2026
- Outlet visibility, for Livemint
- Top 10K sites
- Earliest in this view
- Sep 18, 2026
Latest articles
YouTube India’s creative ecosystem contributed over ₹18,000 crore to GDP in 2025 | Company Business News (opens the original)
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YouTube’s economic footprint in India expanded in 2025, with its creative ecosystem contributing over ₹18,000 crore to GDP and supporting more than 960,000 full-time equivalent (FTE) jobs, according to its 2025 Impact Report released on Tuesday. In 2024, YouTube’s creative ecosystem had contributed over ₹16,000 crore to India’s GDP and supported more than 930,000 FTE jobs, according to the previous report. The report quoted figures from the economic research and consulting firm Oxford Economics.
Ravi Kishan’s viral run shows the promise—and limits—of meme marketing | Mint (opens the original)
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This is a Mint Premium article gifted to you.Subscribe to enjoy similar stories. In a world of shrinking attention spans, virality is the new marketing currency. A celebrity catchphrase, meme or verbal slip can suddenly capture millions of consumers’ attention, prompting marketers to find ways to leverage the buzz for commercial gain. Actor-politician Ravi Kishan's recent run of viral moments offers a striking example, with brands building campaigns around his catchphrases and online persona. Bu
The Beat Report | Three suitcases, a new newsroom and a city without a pause button | Mint (opens the original)
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This is a Mint Premium article gifted to you.Subscribe to enjoy similar stories. In The Beat Report, Mint's journalists bring you unique perspectives on their beats, breaking down new trends and developments, and sharing behind-the-scenes stories from their reporting. Moving to Mumbai seemed, at first, like a logistical exercise: pack things, find a house, learn the routes, join the office. The city has a peculiar way of making you feel both late and exactly on time. You can spend 40 minutes get
From ads to storylines: how brands are embracing microdramas | Mint (opens the original)
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Mumbai: Microdramas are moving onto advertisers’ radar, with some brands going beyond conventional sponsorships and advertising to integrate their products directly into the storylines. The approach remains nascent, but advertisers are testing the format to build long-term engagement with viewers. Tata Motors Commercial Vehicles and JK Super Cement, for instance, have backed microdrama series built around narratives that integrate their products into the story. Interest is growing as brands seek
Influencer hiring gets smarter as brands look beyond follower counts | Mint (opens the original)
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A million followers was once enough for a brand to hire a creator, based on the assumption that a larger audience meant greater reach and, therefore, greater value. But the rise of creator databases and artificial intelligence (AI) tools is allowing brands to look beyond follower counts and assess audience quality and behaviour, giving them more ways to determine which creators are worth hiring. The creator pool in India has grown more than fourfold, from 0.96 million people in 2020 to 4.12 mill
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